Whether you are a newcomer to the network or one of those who have mastered all the tricks to succeed with your eCommerce in the cloud, knowing how to choose the keywords with which to seduce Google must become a responsibility for you, who want your content to reach the first positions as soon as possible. If you want to know what keyword research is and how to do it, this is the post you need. Get ready to transform your projects thanks to a post with which you are going to change the course of your projects!
Introduction To Keyword Research
Keyword research is market keyword research, one of the most valuable and profitable activities in the world of digital marketing. And it is that by researching the keywords that succeed in the market, you will not only know the terms and phrases that you need for your SEO strategy, but you will also predict possible changes in demand, respond to market conditions and directly produce the content that excels in web search engines.
The first thing we must do is know the demand for each keyword or keyword. Thus, we will know if it makes sense to work with a highly demanded keyword but is impossible to position. We must think about the time that Google needs to place us on the first page if we use a keyword in which others are already positioned. And, in addition, it is important to know that using a highly used keyword does not mean that it will generate conversions.
Among the factors that we must take into account when carrying out a keyword, research
- Your website (its authority, number of pages and content)
- Your goals (traffic, sales or leads)
- Your budget for campaigns
- demand and competition
All these factors are important and should be studied beforehand. Whether to use in Adwords campaigns, to work on SEO positioning or to detect new opportunities, carrying out a keyword study is essential that will allow us to improve our conversions.
Why Is It Important To Do Keyword Research?
Among the reasons to consider doing keyword research or keyword research are:
- That helps locate new business opportunities
- High bounce rates are avoided
- Economic losses are prevented
- Helps to avoid very high Costs Per Click (CPC)
- Allows you to better understand how the competition works
- Helps attract qualified traffic
- Generate conversions
The Long Tail Theory
This theory designed by Chris Anderson requires an understanding of the large volume of searches that are carried out every day on the Internet. And it is that, in a single minute, 4,497,420 searches are produced on Google. For this reason, businesses need to know well the sector to which their products belong and discover if they should work with generic words or satisfy more specific demands, considered market niches.
The online world thus offers us a great opportunity to position ourselves in much more specific searches where we can stand out more easily. Within the Long Tail Theory, we can differentiate three types of keywords:
- Head or short tail: the most generic words, which usually get more visits but are more difficult to position due to competition and a massive audience that comes in search of them.
- Middle tail: those with less competition than the previous ones but greater than the long tail. They have fewer monthly searches, a more targeted audience, and a higher chance of conversion than short tails.
- Long tail: they are much more specific keywords, with a lower search level, but with less competition, which allows us to make our business visible and generate more conversions in the short term. For example, children’s lycra swimsuits are a much more niche (and recommended) term than swimsuits.
On the other hand, there are positive and negative keywords. Understanding their difference will help us to carry out a much more complete study in the Adwords Keyword Planner that we will see later. While positive keywords are those that produce qualified traffic and help improve rankings, negative keywords harm the SEO of a page, as they increase the bounce rate and attract unqualified users.
For example, if we have a business in which we work with vintage sneakers, we need to work with words related to the public in love with vintage and leave aside generic words such as sneakers, where we will find ourselves with fierce competition. In both cases, Google Adwords will help us carry out a keyword study, pointing out a series of negative words that we should exclude.
How To Find Attractive Long Tail Words?
There are different tricks and tools that will allow us to easily obtain keywords. Let’s look at different options:
How many times have you surprised yourself by reviewing the suggestions that the famous search engine gives us when we are still writing a search? These alternative word suggestions are searches carried out by a large number of users, something that will allow us to analyze and add to a list of possible keywords of interest.
This free tool will allow you to get all the long tail words that you would get in Google Instant. All you need to do is enter a word and the country you are interested in. You will be surprised by the results!
KWFinder A hugely popular keyword tool that also includes a suite of other SEO tools (for free). It is simple to use and API’s to Google API search data. The tool offers great value.
Without a doubt, the best alternative to Google Keyword Planner and other similar tools. This tool works like an autocomplete search engine suggested by Google and offers us hundreds of long tail keywords.
How To Do Keyword Research
Making an optimal selection of keywords is essential for the development and growth of our business. For this, it is necessary to carry out a keyword, research that allows us to discover what our target audience is looking for and how we can position ourselves as best as possible with the appropriate keywords. Let’s see in parts how to do keyword research:
1 – Keyword Analysis
The first thing to do when creating a list with the right keywords is to identify what your business offers, how you want to make it known, and who you want to reach with your marketing strategy. It is necessary to identify the most generic keywords that define the content of a website, with which you can delve into different niches and identify our competitors.
Once we have the product or business defined, knowing the initial keywords is as complicated and as simple as describing it in your own words and brainstorming how you think other people would search for you.
It is important that you put yourself in the shoes of a user and that you take into account the vision of different people who work on the project since you will find different opinions that will help you to obtain a first draft of this keyword research. In addition, you will be able to start excluding negative keywords with the aim of seeking differentiation and throwing yourself aside in the battle that countless competitors are already undertaking for a term used in mass. Do you think that a neighborhood store has many opportunities to compete with the keyword shop? Obviously not…
To find your first keywords, we recommend that you use the following tools:
- Google: here you will find keyword suggestions just by typing generic words related to your business. You will find more specific terms. Tip: Write the asterisk or underscore characters before or after each word or keyword to obtain a greater number of searches.
- Keyword Finder: this tool will allow you to obtain graphs on Cost per Click (CPC), monthly search volume and a multitude of data about your competition, such as their Pay per Click (PPC). Although it is a tool with a paid version, you will not need to pay to search for up to five words every 24 hours. In addition, you can select your language and geographical area of interest.
- Answer the Public: Its results will help you understand the keywords related to the 5W (what, where, when, how and why), as well as to analyze a series of suggested keywords in alphabetical order that you can visualize in an image by alphabet letter.
2 – Optimization
After brainstorming and obtaining a first list of keywords, it’s time to optimize to reach the desired audience.
Google Analytics is our best accomplice at this point. With this popular tool, the task of visualizing the data will become easy once we get used to working with it. You will be able to see from the data related to customer behavior to find out if your website is giving the expected results, something with which you can rethink your strategies if necessary. In addition, you will be able to see the organic and paid keywords with which they have reached your business, as well as information about the sessions, the bounce rate and the average duration per session of your visitors.
If Analytics is a great ally, Google Search Console is no less so. With it you will be able to obtain data on the searches that have caused your website to appear in the search results (SERPs). You only need to consult the information that you will find in the bar on the left, where the site panel is located.
Select search traffic, then search analytics, where information about queries, pages, countries, devices, search types, and analysis dates are grouped together. This information is worth gold and will allow you to draw conclusions to think about whether it is worth continuing to use some keywords or opting for others, in addition to locating new words to include in your first list of keywords.
Do you know what is the third ace you should work with? The Adwords Keyword Planner, a vital tool to get ideas and know the most important data of your keywords. Don’t worry, although it is a tool designed to work on campaigns, its data will also allow you to generate good lists of keywords to add to the terms you already have noted down.
Tip: download the information you need in an Excel file so that you can consult it whenever you need it.
Finally, we advise you to install the Meta SEO Inspector Google Chrome extension, an ideal tool to find relevant information about your website and learn how to improve your On Page SEO. It’s as easy as clicking the extension icon and letting it get to work!
3 – Choice Of Keywords
The last step is to choose which keywords we keep. For this, it is important that you have worked on the two previous points and that you are up to date on the trends in the sector, the possibilities of the keywords that you have analyzed and the performance indicators.
To have an optimal perspective of the trends, we recommend that you work with Google Trends, where you will find the popularity of each keyword in a graph, as well as geographical information and different comparisons. SEM Rush, on the other hand, will help you in terms of the possibilities (and difficulty) of the keywords. An essential tool to detect and analyze the competition, of which we recommend you analyze from its level of searches to its traffic and level of competition.
Choose the keywords that most interest your business taking into account all of the above and remember, above all, that betting on new niches and opportunities will lead you to success more easily. What did you think of the article? We look forward to your comments!